The M.A.S. Report is an interactive presentation that dives into the world ethnic action sports engagement. This report takes a specific look at Hispanic snowboarding.

1. COVER
›
A “ B l Ac K & B r oW n PA P e r ” s e r i e s
The Multicultural’s in Written BY:
Kevin BAnG
in PArtnersHiP WitH:
HueMAnitAs®
Action Sports Report GAil BrooKs GeoscAPe®
JuAn AlBerto DelArocA equiPo rocA
MArcus JiMÉnez MentAlounGe MeDiA

2. DISCLAIMER
This report has been prepared by:
Huemanitas
6515 E. Union Avenue, Suite 348, Denver Colorado, 80237
Inside Front
Telephone: 303-927-6198
Online: www.huemanitas.com
Email: info@huemanitas.com
COVER
Raul Pinto In partnership with:
Owner
Sa+ellite Board Shop
The findings, interpretations, and conclusions expressed here are those of the
authors and do not necessarily reflect the views of any person or organization cited
in this report.
Huemanitas does not guarantee the accuracy of the data included in this work.
The boundaries, colors, denominations, and other information shown on any charts
and/or tables in this work do not imply any judgment on the part of Huemanitas
concerning the accuracy of any reported data.
“There’s definiTely an opporTuniTy To bring oThers inTo The snowboard
communiTy. if everyone can geT on The snow aT leasT once, some will
evenTually end up aT our shop because of The lifesTyle or shop culTure.”
– raul pinTo, saTelliTe shop owner 3

3. TAbLE of ConTEnTS
About This Report 6
Methodology 7
Terminology 8
Executive Overview 10
Introduction: Looking Towards The Future 15
The Big Picture 16
Image TBD
Going Deeper: The Need For Greater Intelligence
Socioeconomics
25
26
Geography 28
Lifestyle 30
Population 32
Acculturation 34
Language 36
Consumer Engagement 39
Sidebar: The Altruistic Affect 45
Contributing Authors 48
The Partners 49
References 50
5

4. AbouT ThIS REpoRT METhoDoLogy
This report looks at both the quantitative and qualitative sides of where Action
INQUIRIES:
Cultural IntelllIgenCe a QuantItatIve &
Sports will gain its next wave of growth; the urban multicultural marketplace. This
In Cultural Marketing and Cultural Intelligence, a
QualItatIve OvervIew
report and all its supportive materials are the work of the collective partnership For more information on this Report and what
between Equipo Roca, Geoscape®, Mentalounge, and Huemanitas®. This Hispanic
we can do to help you bridge the cultural gaps in large portion of the analysis is done by reviewing and For this report, our research was designed to help
your business, please contact Marcus Jiménez analyzing a variety of information, from focus groups companies understand from a topline perspective,
Snow Summary was written by Kevin Bang, Juan Alberto Delaroca, Gail Brooks (who
at Huemanitas: 303-927-6198 or via email at:
also compiled the framework and topline) and Marcus Jiménez (who also served as and interviews to documentary materials and media. both quantitatively and qualitatively, the social
marcus@huemanitas.com.
the reports Supervising Editor). The report was copy-edited by Angelica De Guzman. and economic viability of the Hispanic snow sports
The goal being to uncover, how social reality is market. To compliment the preliminary quantitative
To access additional support content including video interviews with some of the produced, maintained, challenged, negotiated, and data, Huemanitas also conducted qualitative
individuals cited in this report, please visit: http://www.MASreport.com. transformed in the market. This helps us to answer interviews with both Hispanic snowboard
how is this reality communicated and represented. consumers, and snow sport industry experts
How do members of this community culturally in order to gain a deeper level of insight and
identify themselves? For brands, we need to perspective, The individuals interviewed include:
abOut the Data uncover what are the cultural triggers that prompt
engagement with communication around assets of
The data compiled for this report was primarily provided by Geoscape® with
this community? These dynamics create symbols
supplemental industry data from Snow Sports Industries America, and consumer
or icons that equate to a brand’s value as well as
segment data sourced from the Pew Hispanic Center, and U.S. Census. All citations
the cultural significance that is linked to it through
and sources have been marked accordingly and provided in the reports references
advertising and marketing.
section. The findings, interpretations, and conclusions expressed here are those of
the authors and do not necessarily reflect the views of any persons or organizations
cited in this report. Huemanitas does not guarantee the accuracy of the data
included in this work. The boundaries, colors, denominations, and other information Interviews
shown on any charts and/or tables in this work do not imply any judgment on the
• Bob Holme, Youth Marketing Director, Winter Park Ski Resort
part of Huemanitas concerning the accuracy of any reported data.
• Larry Nuñez, Social Media Manager for VANS Snow
• Raul Pinto, Owner of Satellite Boardshop, Boulder CO
• Cristian Rubí, Consumer / Hispanic Snowboarding Outreach Program, Denver CO
• Gaby Hernandez, Consumer / Latina AASI Intructor & SOS Outreach Graduate
• Pamela Flor, Consumer / Paraguayan National, Winter Park Resort Employee
6 7

5. TERMInoLogy
The terms “Latino” and “Hispanic” are used interchangeably in this report. “Cultural Space” refers to the place or channel where culture is in action.
The term “youths” refers to 14- to 18-year olds unless otherwise indicated. For this report, the terms “Hispanic “Cultural Marker” refers to a symbol or totem that identifies the consumer or brand as a part of the culture. Brands
youths”, “Latino youths,” “young Latinos” and “young adults” are all used interchangeably. must be authentically “representative” of the culture to gain access to a cultural space or to successfully engage
members of the network in that space.
All references to whites, blacks, Asians and others refer to the non-Hispanic components of their respective
population. “Cultural Code” refers to the culturally specific meanings assigned by cultural networks to products, services
and brands.
“Foreign born” refers to persons born outside of the United States to parents neither of whom was a U.S. citizen.
Foreign born also refers to those born in Puerto Rico. Although individuals born in Puerto Rico are U.S. citizens by
birth, they are included among the foreign born because they are born into a Spanish- dominant culture and because
“Cultural Frame” refers to the situationally driven consumer frame of mind.
on many points their attitudes, views and beliefs are much closer to Hispanics born abroad than to Latinos born in the
50 states or the District of Columbia, even those who identify themselves as being of Puerto Rican origin. “Frameswtiching” refers to the conscious and unconscious “switching” of a consumers frame of mind according to
situational context.
“Native born” or “U.S. born” refers to persons born in the United States and those born abroad to parents at
least one of whom was a U.S. citizen.
Unless otherwise noted, this report uses the following definitions of the first, second, third and higher generations:
First generation: Same as foreign born above. The terms “foreign born,” “first generation” and “immigrant” are used
interchangeably in this report.
Second generation: Born in the United States, with at least one first-generation parent.
Third and higher generation: Born in the United States, with both parents born in the United States. This report uses
the term “third generation” as shorthand for “third and higher generation.”
Language dominance is a composite measure based on self-described assessments of speaking and reading abilities.
Spanish-dominant persons are more proficient in Spanish than in English, i.e., they speak and read Spanish “very
well” or “pretty well” but rate their English speaking and reading ability lower. Bilingual refers to persons who are
proficient in both English and Spanish. English-dominant persons are more proficient in English than in Spanish.
“Cultural Networks” refers to where people are connected by membership in a particular cultural sphere. This
membership is intrinsic to how consumers self identify.
Source: Between Two Worlds: How Young Latinos Come of Age in America (2009). Washington D.C: Pew Hispanic Center Source: Between Two Worlds: How Young Latinos Come of Age in America (2009). Washington D.C: Pew Hispanic Center
8 9

6. ExECuTIvE ovERvIEw
baCkgrOunD tO PrOvIDe greater COntext, However, even with statistics as profound as these, the industry posits that if multicultural consumers
here are a Few FaCts: multicultural snow sport participation stands at only have no money and no way of getting to the resort,
Snowboarding began as a counter-culture in the U.S. and quickly rose from the 3.4%.6 Even isolated from the pending results of the then how are they going to participate?
experiment of a few, to a $4 billion dollar industry. Retail sales for the sport now 24% upcoming 2010 Census, these statistics already point
outpace that of its elder sibling, skiing, and is considered a key contributor to the
African
American towards an inevitable “tipping point” on the horizon. Industry outreach efforts have primarily focused
revival of the snow sports industry overall. Clearly, the next wave of growth for the snow on exposing urban and multicultural youth to
27% sports category squarely hinges on demonstrating snowboarding through non-profit and more
Ironically, the sport has now come full circle. From humble, obscure beginnings Hispanic and growing the value and appeal of the sport to altruistic platforms. Non-profit programs such as
where few knew or participated in the sport, to generating mass appeal, to now multicultural millennials. SOS Outreach and the Hoods-to-Woods Foundation
Multicultural millennials (ages 14-29) represent
facing perhaps it’s most critical challenge to date, the growth of the sport amidst a approximately one-fourth of their respective total have emerged to bridge the divide between urban,
plateauing of rider participation since 2004. markets (24% for African Americans, 27% for Yet challenges do exist. Unfortunately, over the past multicultural youth and the outdoors. Incredibly
Hispanic Americans).1
several years, the industry has fallen suspect to a effective, these programs demonstrate how the sport
series of misconceptions that have limited its ability does indeed resonate with multicultural youth, and
lOOkIng tOwarDs the Future to effectively engage with multicultural audiences. just how powerful the use of an influencer model
The M.A.S. Report takes a closer aim at answering the question of whether the
32% These include misconceptions surrounding within urban ethnic community can be.
multicultural market presents a viable and sustainable opportunity for growth to the
Combined socioeconomics, geographic proximity to ski resorts,
industry. This “Hispanic Snow Summary” focuses on the Hispanic American snow and consumer disinterest in the sport overall. Through these non-profit outreach efforts, we see a
sports market as a precursor to broader multicultural market engagement. Through glimpse of how interest in the sport does exist and
customized demographic and preliminary ethnographic analysis, this summary aims The African American & Hispanic American how multicultural youth share a positive attitude
to illustrate the untapped potential of this consumer segment. Ultimately, it provides
millennial segments combined make up real OPPOrtunIty vs. towards the sport overall. However, for the industry
industry insiders with a foundational understanding of how this consumer segment
approximately one-third (32%) of the total U.S.
PerCeIveD Challenges to produce significant growth into the future, it must
millennial segment.2
will impact the action sports category now, and into the foreseeable future. engage the broader multicultural market in a more
From a socioeconomic perspective, the
sustainable and meaningful way that shifts from
21.46 misconception is rooted in the belief that most
altruism to active engagement.
the bIg PICture Million African Americans and Hispanic Americans can’t
Totaled afford to go snowboarding, as they generally share
Across America, multicultural millennials are reshaping the world around us, lower household (HH) incomes than their general
creating a “New American Mainstream”. In particular, African American and Hispanic market counterparts. This is compounded with a
American millennials make up the fastest growing segments in the country today. belief that as these segments are concentrated in
When combined, the total multicultural millennial large metropolitan cities only, it places them well
market equals 21.46 million Americans.3 This size outside the proximity of most ski resorts. Simply put,
in population would rank as the second largest city
in the world, placing it ahead of Los Angeles,
New York, Mexico City, and Sao Paulo.4
10 11

7. ExECuTIvE ovERvIEw (COntInueD) )
the neeD FOr greater IntellIgenCe sOCIOeCOnOmICs POPulatIOn
In the data compiled across the seven DMA’s Today, native born births -- not immigration -- are the
The M.A.S. Report sets out to better define for marketers the true potential size of
highlighted in this summary, approximately 62% of main drivers of Hispanic growth in the country.9
the U.S. Hispanic market. To do so, the focus must shift to provide the industry with
these Hispanic American households have incomes of Hispanic Millennial teens in particular, represent
a deeper and more actionable level of understanding. This means going beyond
$50,000 or more. All totaled, this represents a base one fifth of the overall teen market and are growing
what is commonly known in an effort to uncover and more closely define which
level of over 2 million Hispanic American household’s. about six times faster than other segments.10
key aspects of Hispanic American consumer demography and behavior, need to be
The total number of affluent Hispanic American
considered in planning for consumer engagement.
household’s across the seven DMA’s reviewed is aCCulturatIOn
equal to just over 18%. Put another way, roughly Acculturation rates across the seven key Hispanic
In an era where data is abundant, it becomes critical for marketers to be able to
one out of every five potential Hispanic American DMA’s found that 40% of all Hispanic Americans
uncover and interpret implication from key actionable insights. This forms the basis
snow sports consumers may very well reside in an consider themselves bicultural, meaning they identify
from which this report has been compiled, synthesized, and presented.
affluent household with income reaching at least with both American and Hispanic cultures equally.
100k annually. This number represents a staggering 5.1 million
This Hispanic Snow Summary aims to also correct the misconceptions cited earlier
consumers in just seven total markets.
that have long lingered in the industry. In our analysis of the top seven Hispanic
DMA’s (Designated Market Areas), we found that Hispanic Americans not only meet
geOgraPhy
the same standards by which target general market consumers are determined, but
The Hispanic American population is not a single, language
monolithic culture as the segments composition Of the 13.3 million Hispanic Americans found in our
may in fact present the industry with an additional segment of opportunity, affluent
is continually shifting by nationality along with targeted DMA’s, over 7.7 million, or 58% of the total
Hispanic American millennials.
geographical center. Specifically, this report has segments combined, are either English Dependent or
identified the following DMA’s as representative Bilingual English (preferred).
Looking at socioeconomics via household income levels compiled through primary
of providing the greatest opportunity for Hispanic
and secondary sources, geographic density and proximity to mountain resorts,
American consumer engagement. They are:
and filtering these analytics through a proprietary acculturation model developed
Chicago, IL, Denver, CO, Los Angeles, CA, New York,
exclusively by Geoscape®, The M.A.S. Report provides marketers with a realistic
NY, Sacramento, CA, and San Francisco, CA, and
starting point for multicultural planning and engagement. The following are just a
Washington D.C.
few highlights of what the full report explores in greater depth.
12 13

8. Gaby Hernandez
Latina AASI Instructor
InTRoDuCTIon SOS Outreach Graduate
InTRoDuCTIon
lOOkIng tOwarDs the Future
Snowboarding began as a counter-culture in the U.S. and quickly rose from the experiment of a
few, to a $4 billion dollar industry. Retail sales for the sport now outpace that of its elder sibling,
skiing, and is considered a key contributor to the revival of the snow sports industry overall.
Ironically, the sport of snowboarding has now come full circle. From humble, obscure
beginnings where few knew or participated in the sport, to generating mass appeal, to now
facing perhaps it’s most critical challenge to date, the growth of the sport amidst a plateauing
of rider participation since 2004.
The M.A.S. Report takes a closer look at this challenge and aims to answer the question of
whether the multicultural market presents a viable and sustainable opportunity for growth to
the industry. This “Hispanic Snow Summary” focuses on the Hispanic American snow sports
market as a precursor to broader multicultural market engagement. Through customized
demographic and preliminary ethnographic analysis, this summary aims to illustrate the
untapped potential of this consumer segment.
Ultimately, the M.A.S. Report provides industry insiders with a foundational understanding
of how this consumer segment will impact the action sports category now, and into the
foreseeable future.
“now more people are geTTing involved and people i knew
(hispanics) ThaT didn’T wanT To know anyThing abouT
snowboarding are calling me and asking if i can Teach Them...”
–gaby hernandez, laTina aasi insTrucTor 15

9. ThE bIg pICTuRE
The snow sports industry now finds itself revisiting its earlier days, a period of time tO PrOvIDe greater COntext, levels. Walk by any inner city tennis court, basketball As leaders and influencers in music and skate culture
where few knew of snowboarding, had limited access to participate in it, yet were here are a Few FaCts: court or golf course, and one witnesses first-hand the respectively, each have helped usher in an entire
eager to embrace it and make it a way of life. Snowboarding is in a decisive position incredible impact of multiculturalism at play. It is a living generation of multicultural skateboarders. Some
to recapture the creativity and nostalgia of those early years, by reaching out to a
24% testament to how they and others before them, have argue that Pharrell Williams’ showcase of a cultural
African
new generation of riders – multicultural millennials. been able to diversify and grow their sports to become mash up between Hip Hop and skateboard lifestyles
American
more inclusive of ethnic youth around the world. in his 2003 video for “Frontin” featuring Jay-Z (see
Across America, multicultural millennials are reshaping the world around us, 27% sidebar for video link), helped to launch the era of
creating a “New American Mainstream”. In particular, African American and Hispanic Hispanic Glimpses of this same phenomenon can also be “Skurban” and making what was then seen as a
American millennials make up the fastest growing segments in the country today. To Multicultural millennials (ages 14-29) represent seen in the world of action sports. Hip Hop producer White only sport, cool for ethnic kids to also embrace.
provide greater context, here are a few facts: approximately one-fourth of their respective total Pharrell “Skateboard P” Williams and skateboarding In the video, audiences witnessed one of the hottest
markets (24% for African Americans, 27% for superstar Paul “P-Rod” Rodriguez Jr., are just a few up-and-coming artists of the genre, rap alongside the
Hispanic Americans).1
However, with statistics as profound as these, multicultural snow sport participation examples of how urban ethnic culture and sport have Hip Hop juggernaut Jay-Z, flanked by skateboarders
stands at only 3.4%.6 Even isolated from the pending results of the upcoming collided to deliver a unique lifestyle blend of cultural of all shades and ethnicities, riding an indoor half
2010 Census, these statistics already point towards an inevitable “tipping point” pride and urban street credibility. pipe as the main backdrop.
on the horizon. Clearly, the next wave of growth for the snow sports category 32%
squarely hinges on demonstrating and growing the value and appeal of the sport to Combined
multicultural millennials.
The African American & Hispanic American “Frontin” featuring Jay-Z
the InFluenCe OF Culture On sPOrts millennial segments combined make up
approximately one-third (32%) of the total U.S.
For over a century, multiculturals have played a pivotal role in reshaping the elite millennial segment.2
strata of American sports. From Satchel Paige to Jesse Owens, Roberto Clemente to
Hideo Nomo, ethnic players have helped to not only breakthrough cultural barriers, 21.46
but also stretch the boundaries of those same sports to include audiences of color Million
across the country and the world. Totaled
Fast forward to the present day, multicultural athletes continue to expand the
boundaries between culture and sport. The impact and influence left by Serena and
Venus Williams, Manu Ginóbili, and Tiger Woods has been monumental, with each When combined, the total multicultural millennial
having expanded the appeal of their respective sports and cultures to unprecedented market equals 21.46 million Americans.3 This size
in population would rank as the second largest city
in the world, placing it ahead of Los Angeles,
New York, Mexico City, and Sao Paulo.4
16 17

10. ThE bIg pICTuRE (COntInueD)
This proud, authentic and seamless display of both skate and Hip Hop lifestyle helped bring into the fold those ethnic
skate: the gateway tO snOw
“skater’s in seclusion”. A major influencer in popular culture, Williams’ actions may have ultimately catapulted
the sport and culture of skateboarding into the broader multicultural spectrum, making it approachable and even Like P-Rod, Montoya is the first and only Mexican-American professional snowboarder on the circuit today.
acceptable for ethnic participation. By placing the culture front and center for the world to recognize as part of his Picking up snowboarding as a winter pastime for skateboarding, Montoya ultimately reached the sports pinnacle
identity, Williams essentially brought together the worlds of urban, ethnic, and skateboard cultures, forming a truly in 2005, when he was ranked third on Snowboard Magazine’s Top 10 Riders of the Year. For him, skateboarding
multicultural experience. served as the gateway towards a life and career as a professional snowboarder.
In looking at the case of P-Rod, he may very well represent the next evolution of the multicultural action sports Across America today, as skateparks continue to sprout up in and around urban epicenters, a whole new wave of
athlete. The son of a famous Hispanic American actor, Paul Rodriguez, P-Rod has taken the industry by storm multicultural rider pool is growing, made up of young boys and girls of all shades and backgrounds. Just like their
since the age of 11. He is the recipient of back to back gold medal wins in the 2004 and 2005 Summer X Games, general market counterparts, they also desire to be inspired by athletes that they can relate to. This implies that
and is arguably one of the best street style skaters on the pro circuit today. His incredible run is helping prove to the continued cultivation of cultural personalities and influencers like Montoya and P-Rod will be critical to growing
the industry that bicultural Hispanics are not only interested in the sport, but that they can also lead it. multicultural participation in the action sports arena. If the industry is going to expand the sport to its fullest
potential, it must seek to increase its participation to include this untapped well of potential consumers.
His rise from the shadow of his Hollywood father to superstar skater is a story that people from all backgrounds,
especially Hispanics, can relate and aspire to. Sponsors are also taking notice as he is the first Mexican- However, challenges do exist. Unfortunately, over the past several years, the industry has fallen suspect to a
American athlete to be sponsored by Nike who in August 2010, launched the Zoom Paul Rodriguez 4 sneaker series of misconceptions that have limited its ability to effectively engage with multicultural audiences. These
globally. This launch clearly demonstrates how much Nike believes in the marketing potential of this incredible include misconceptions surrounding socioeconomics, geographic proximity to ski resorts, and consumer
talent. Yet the question remains, who and where will multiculturals look to in the sport of snowboarding? disinterest in the sport overall.
Fortunately, over the past decade, a new crop of multicultural snowboarders have steadily made their way
into the elite ranks of the sport. Today, they include Japanese sensation, Ryoh Aono, and the revered Mexican- Lat34.com -
American, Marc Frank Montoya. Marc Frank Montya
Interview
NikeSB - Paul Rodriguez 4.0
18 19

11. ThE bIg pICTuRE (COntInueD)
real OPPOrtunIty vs. PerCeIveD Challenges “Now more people are “The best thing about it is to be walking in the ‘hood with a snowboard and get
From a socioeconomic perspective, the misconception is rooted in the belief that getting involved and people I stopped by a bunch of little kids and spend time talking to them. That really makes
most African Americans and Hispanic Americans can’t afford to go snowboarding,
knew (Hispanics) that didn’t me feel good, that I can spark interest in some young black kid’s mind.”
as they generally share lower household (HH) incomes than their general market
counterparts. This is compounded with a belief that as these segments are want to know anything about
concentrated in large metropolitan cities only, it places them well outside the
snowboarding are calling me Meanwhile, in Brooklyn, New York, Brian “Deka” Other outreach efforts such as the creation of Ruby
proximity of most ski resorts. Simply put, the industry posits that if multicultural Paupaw began the Hoods-to-Woods Foundation, Hill Rail Yard, Denver’s first sanctioned urban snow
consumers have no money and no way of getting to the resort, then how are they and asking if I can teach them a non-profit program that provides inner-city terrain park, acknowledged the appeal and growth
going to participate?
or get them involved in SOS.” youth with awareness and access to life-changing of snow sports to make it accessible to a broader,
experiences found in the outdoors. Snowboarding is more urban and multicultural audience. Results from
So industry outreach efforts have primarily focused on exposing urban youth to a core offering of the organization, as the program is visitor surveys indicate the park is making progress
snowboarding through non-profit and more altruistic platforms. Non-profit programs designed to build confidence and facilitate individual on attracting multicultural youth. Forty percent of
such as SOS Outreach and the Hoods-to-Woods Foundation have emerged to bridge discovery among youth participants. Paupaw uses Ruby Hill participants were non-white, and 39% of all
the divide between urban youth and the outdoors. Incredibly effective, these programs his own personal involvement in snowboarding as a participants were beginners.
demonstrate how the sport does indeed resonate with multicultural youth, and just how catalyst to reach other young urban teens.
powerful the use of an influencer model within the ethnic community can be. Through non-profit outreach efforts such as the ones
Paupaw realized that snowboarding was a means of highlighted here, we see a glimpse of how interest in
Research participant, Gaby Hernandez, is a testament to this model approach and making a difference by simply exposing urban youth the sport does exist and how multicultural youth share
the work being accomplished by SOS Outreach, a non-profit program based in to the idea through accessibility. a positive attitude towards the sport overall. However,
Avon, Colorado. The program is designed to build self-esteem in youth through for the industry to prowwduce significant growth into
outdoor activities. Hernandez moved to Edwards, Colorado from Mexico City at the future, it must engage the broader multicultural
age 12. She didn’t speak English, but that didn’t deter her from becoming a certified market in a more sustainable and meaningful way that
AASI (American Association of Snowboard Instructors) snowboard instructor six shifts from altruism to active engagement.
years later. In 2006, Hernandez was named an Outdoor Idol Award recipient by the
Outdoor Industry Association, and credits snowboarding for inspiring the core values
that led to her success. “People might say things like, ‘What’s wrong with you? That’s a white boy
thing’ but I don’t let it stop me, because I used to think the same way so
I understand.”
20 21

12. ThE bIg pICTuRE (COntInueD)
PuttIng It all tOgether Table 1: Hispanicity
In order to gain greater insight and intelligence. we must begin by assessing GEOSCAPE® HISPANICITY TM
the landscape where the fault-lines of culture appear. These areas include:
Geoscape® HispanicityTM Acculturation Segmentation
socioeconomics, geography, and acculturation. Understanding the nuances across
these fault-lines enables us to answer with greater certainty, questions such as: How
big is this multicultural snow sports market? How big of an opportunity does it truly Code Group Title Descriptors
represent? What areas or cities present the greatest Return-On-Investment (ROI)
HA1 Americanizado English Dominant (nearly no Spanish)
potential? What role does acculturation level play? How does it impact strategy? Born in US; 3rd+ generation
Few Hispanic cultural practices
In the sections to follow, The M.A.S. Report sets out to answer these preliminary
HA2 Nueva Latina English Preferred (some Spanish)
questions, with an emphasis on better defining for marketers the true potential size
Born in U.S. 2nd generation
of the U.S. Hispanic snow sports market. Looking at socioeconomics via household
Some Hispanic cultural practices; often “retro-acculturate”
income levels compiled through primary and secondary sources, geographic
density and proximity to mountain resorts, and filtering these analytics through a HA3 Bi-Cultural Bi-Lingual (equal or nearly)
proprietary acculturation model developed exclusively by Geoscape (see Table 1:
® Immigrat as child or young adult
Geoscape HispanicityTM), this summary provides marketers with a realistic starting
® Many Hispanic cultural practices
point for multicultural planning and engagement. However, this summary is only the
HA4 Hispano Spanish Preferred (some English)
beginning of what is ultimately a much larger story that requires further exploration
Immigrant as adult, in U.S. 10+ years
and investigation through formalized research and more in-depth cultural Pre-dominant Hispanic cultural practices
intelligence planning.
HA5 Latino Americana Spanish Dominant (nearly no English)
Recent Immigrant as adult (less than 10 years ago)
Primarily Hispanic cultural practices
Identify with home country more so than U.S. Hispanic
Source: Geoscape, American Marketscape DataStream: 2010 Series
22 23

13. goIng DEEpER
Bob Holme
Youth Marketing Director
Winter Park Ski Resort
the neeD FOr greater IntellIgenCe
To more accurately assess the opportunity presented in this summary, the focus must shift
to provide the industry with a deeper and more actionable level of understanding. This
means going beyond what is commonly known in an effort to uncover and more closely
define which key aspects of Hispanic American consumer demography and behavior, need
to be considered in planning for consumer engagement.
This summary focuses asking fundamental questions to commonly held assumptions
of the market within three key areas: socioeconomics, geography and lifestyle. These
areas set the base framework for greater consumer and cultural understanding. This
is overlaid with a second layer of intelligence covering population, acculturation, and
language that is aimed at providing the industry with a more holistic vantage point of
the target market.
In a world where data is abundant, it is critical for marketers to be able to uncover key
actionable insights that can clearly transition to implication. This forms the basis from
which this report has been compiled, synthesized, and presented.w
“The urban (mulTiculTural) markeT is a huge unTapped resource for
resorTs. There is a loT of opporTuniTy To reach inTo ThaT markeT and give
access To geT on The mounTain and have a ski or ride experience.”
– bob holme, youTh markeTing direcTor 25

14. SoCIoEConoMICS
whICh segments rePresent Table 2: Household Income
the greatest POtentIal? HOUSEHOLD INCOME
From a national perspective, between 2000 and 2006, Hispanic American
purchasing power climbed more than 63% to $798 billion.6 By 2011, it is estimated to HH Income Distribution by Top Hispanic “Snow” DMA, 2010
top $1.2 trillion.7 While the Hispanic median household income is lower than the U.S.
DMA $35 – 50K $50 – 75K $75 – 100K $100 – 150K
average of $50,000, sources affirm that more Hispanics are rapidly moving into the
middle class (as defined by a household income of at least $40,000). In fact, in the Chicago 91,442 114,591 67,669 50,577
data compiled across the seven DMA’s highlighted in this summary, approximately
Denver 43,168 45,631 24,960 18,539
62% of these Hispanic American households have incomes of $50,000 or more (see
Los Angeles 302,463 380,063 231,219 217,342
Table 2: Household Income). All totaled, this represents a base level of over 2 million
Hispanic American household’s New York 194,851 238,462 141,394 125,520
Sacramento-Stockton-Modesto 45,308 55,365 32,330 29,128
Moreover, Hispanics are an increasing proportion of the total affluent market
San Francisco-Oakland-San Jose 69,745 85,020 49,623 44,666
(defined as adults with household incomes of $100,000 or more). In this case, the
Washington, DC (Hagerstown) 34,252 45,979 30,800 29,854
total number of affluent Hispanic American household’s across the seven DMA’s
reviewed is equal to just over 18%. Put another way, roughly one out of every five TOTAL 781,229 965,111 577,995 515,626
potential Hispanic American snow sports consumers may very well reside in an
affluent household.
Source: Geoscape American Marketscape Data Stream 2010 Series
This preliminary analysis helps to also correct the misconception that has long
lingered in the industry that Hispanics cannot afford to participate in the sport. In our
analysis of the seven top Hispanic DMA’s, we found that Hispanic Americans not only
meet the same standards by which determine targeted general market consumers,
but may in fact present the industry with an additional segment of opportunity,
affluent Hispanic American millennial.
26 27

15. gEogRAphy
where OPPOrtunIty exIsts To better assess whether proximity is truly a major combinations in ultimately targeting and engaging
barrier to growing multicultural participation, we with multicultural audiences. It also provides
The Hispanic American population is not a single, monolithic culture as the segments have compiled Table 4: Proximity to Resorts. It marketers with a preliminary roadmap for strategic
composition is continually shifting by nationality along with geographical center. This implies lists all mountain resorts within 100 miles or less of development with regards to planning media,
that the industry must remain conscious of the diversity of the Hispanic American market focus Hispanic DMA’s. From here, we can begin to promotions, events, sampling, and sponsorships.
nationally, regionally and in many cases, even locally. interpret which DMA’s and resorts present the best
Furthermore, from a geographic perspective, this also implies that we need to more narrowly
define which DMA’s (Designated Market Areas) represent the greatest opportunity for Hispanic Table 4: Proximity
American consumer engagement. They are: Chicago, IL, Denver, CO, Los Angeles, CA, New PROXIMITY TO RESORTS
York, NY, Sacramento, CA, and San Francisco, CA, and Washington D.C. Table 2: below helps
Ski Resort Proximity Within 80 miles by DMA, 2010
illustrate how these Hispanic DMA’s differentiate by nationality.
MIles from
DMA Ski Resort City Center
Table 3: Nationality Chicago Raging Bu alo Snowboard Park 39
NATIONALITY Denver Eldora Mountain 30
Hispanic Nationality by Percentage Across Top Hispanic “Snow” DMAs, 2010 Winter Park / Mary Jane 41
Loveland 57
Central South Arapahoe Basin 48
DMA Mexican Caribbean American American Other
Keystone 53
Breckenridge 58
Nationally 65% 14% 8% 6% 7%
Copper Mountain 63
Vail 71
Chicago 79% 11% 3% 4% 4%
Ski Cooper 75
Denver 77% 2% 3% 2% 16%
Beaver Creek 100
Los Angeles 79% 2% 13% 3% 4%
New York 12% 53% 10% 19% 5%
Los Angeles Mountain High 43
Sacramento-Stockton-Modesto 80% 3% 5% 2% 9%
Snow Summit 78
San Francisco-Oakland-San Jose 67% 4% 17% 5% 7%
Big Bear Mountain 79
Washington, DC (Hagerstown) 16% 11% 45% 19% 9%
New York Mount Peter 35
Total DMA Population Counts 7,798,601 2,568,655 1,680,012 1,164,673 728,827
Hidden Valley (New Jersey) 38
Mountain Creek (New Jersey) 38
Source: U.S. Census Bureau: 2006-2008 American Community Survey Shawnee Mountain (Pennsylvania) 61
Ski Big Bear (Pennsylvania) 74
Data are based on a sample and are subject to sampling variability. The degree of uncertainty for an estimate
Camelback (Pennsylvania) 75
arising from sampling variability is represented through the use of a margin of error. The value shown here is
the 90 percent margin of error. The margin of error can be interpreted roughly as providing a 90 percent
probability that the interval defined by the estimate minus the margin of error and the estimate plus the Washington, DC (Hagerstown) Ski Liberty (Pennsylvania) 62
margin of error (the lower and upper confidence bounds) contains the true value. In addition to sampling
Whitetail (Pennsylvania) 75
variability, the ACS estimates are subject to nonsampling error (for a discussion of nonsampling variability,
see Accuracy of the Data). The e ect of nonsampling error is not represented in these tables.
Source: Geoscape American Marketscape Data Stream 2010 Series
28 29

16. LIfESTyLE
the urban InFluenCe On In a behind-the-scenes video piece directed and of the Kansas City Chiefs, Rocawear used the art
COnsumer behavIOr. produced by Benedict Hadley for a Rocawear of juxtaposition to tell a story of achievement and
Clothing fashion shoot titled “From Marcy to affluence in targeting urban and multicultural
Snowboarding has been around for more than 25 years and today, the industry has Mountain Top”, we see how the symbols of status consumers. They clearly understood the value that
taken a revisionist approach towards communicating its lifestyle to current and can be carefully intertwined to effectively position Aspen would represent as cultural currency to these
future snowboard enthusiasts. Film and viral video highlight the sports’ outsider a brand targeting the multicultural and urban audiences. In describing the concept behind the
beginnings and skateboard heritage as a means of articulating the sports culture markets. An advertising campaign shot in Aspen, campaign, Jay-Z highlights this very approach. In
and lifestyle. This effective method of marketing can be used towards efforts to Colorado featuring Jay-Z, fashion supermodels summarizing the focus of the brand and the role that
integrate the Hispanic snowboard experience, as professional Hispanic riders and Naomi Campbell, Jamie King, and Larry Johnson culture plays in building a brand, Jay-Z stated:
skaters like Montoya and P-Rod are in a prime position to inspire a new following of
multicultural action sports enthusiasts.
“...It’s about bringing that (cultural) divide together. You’ve got mash ups
Montoya’s own life story in particular, is one of “rags to riches” – a theme common
and inspiring among multicultural youth and hip-hop culture. Growing up on the
happening like myself and Linkin Park...The cultures are so closely intertwined
streets of Denver’s Northside, Montoya attributes skate and snowboarding as now...So it’s just about bringing those cultures together...We used to be a
the keys to a better life for him and his family, bringing with him an authentic,
refreshing, urban identity to a sport that is traditionally ruled by white suburbanites.
neighborhood cultural brand, now we have to be a global cultural brand while
Today, he remains an iconic symbol in the sport of snowboarding maintaining our (brand) integrity.”
as a pioneer for his innovative and unmistakable urban style.
As the boundaries between sport and culture continue to blur, urban symbols of “...(It’s as if) guys from the
status are continually expressed and leveraged in a variety of ways and mediums.
From music to video to fashion and even marketing, the Hip Hop genre has long
hood, got to rent a house
used these mediums in often innovative and incredibly effective ways to evoke the somewhere opulent, in an
deeper aspirations of consumers, ultimately influencing their behavior.
affluent neighborhood, and
From Marcy To Mountain Top
brought their friends out
like Naomi and Jamie for a
fun weekend.”
30 31

17. popuLATIon
the hIsPanIC amerICan POPulatIOn “It’s like putting your identitiy on shuffle. It’s the freedom, the power and the
Now approximately 50 million strong, Hispanics are the fastest growing population confidence to mix and match identities, and to have more than one at any
in the U.S., and by 2015, are projected to represent 19% of the entire U.S. population.
given moment. They (Hispanic millennials) don’t want to be pigeon-holed or
This number is estimated to grow to 30% of the total U.S. population and will
account for 438 million Americans by the year 2050.8 spoken to as someone apart, or individual, they are very sensitive to that.”
Today, native born births -- not immigration -- are the main drivers of Hispanic
growth in the country.9 This implies that marketers across all categories will need to In the case of retroaculturation, we are witnessing Intraculturation is a recent trend emerging among
prepare for a more acculturated Hispanic American market, recognizing the power, among MIllennial and Gen-Xer bicultural Hispanic teenage Hispanic millennials where they actively
influence, and needs of bicultural Hispanic American consumers. Americans making a deliberate effort to reclaim pursue and discover sister Hispanic cultures. Driven
the heritage of their country of origin. Seen among by a curiosity to discover, combine or “mash up”,
“The New Mainstream” second, third, and fourth-generation Hispanics, these share, and recreate their own heritage alongside
hIsPanIC mIllennIals: by Guy Garcia segments seek to combine both US and their native other cultures, this phenomenon is attributed to
the greatest OPPOrtunIty FOr grOwth Hispanic culture by creating a subculture that is helping broaden the “Latino consciousness”. This
uniquely their own. This impacts their attitudes and fluid integration of culture is helping shape their
The Hispanic market overall skews younger than the rest of the U.S. population. As
behavior, including at the register. An example of this identities on many levels, resulting in what Guy
the median age of Hispanics in 2009 was much younger (27.7 years) compared to
in the beverage industry is demonstrated by a growing Garcia, the author of “The New Mainstream”, calls
that of the population as a whole (36.8 years). Hispanic Millennials, teens in particular,
number of bicultural Hispanic Americans fueling having “identity on shuffle”.
represent one fifth of the overall teen market and are growing about six times faster
the sales of non-alcoholic beverages like Malta -- a
than other segments..10 In fact, about half of Hispanic males and females fall into the
sweetened, malted dark beverage made of molasses On a broader level, music is perhaps the most
20-to 49-year-old age bracket.11 At over 12 million strong and with a purchasing power
popular in Caribbean countries -- to Coconut and other recognizable category fueling this space of cultural
of $285 billion, Hispanic American milliennials represent one of the greatest areas of
tropical flavored soft drinks. The desire to retain and fusion & cross-pollination. Modern day Reggaeton
opportunity for growth for brands now, and into the future.
partake in what are traditional cultural norms while is a music genre that was born out of the millennial
still maintaining a predominantly American identity is generation, giving rise to acts like Grammy Award
The influence of Hispanic American millennials is evident throughout American
an important aspect to bicultural Hispanic Americans, winning sensation Daddy Yankee. The genre is the
culture today: music, dance, food, and fashion are just a few examples of the
and a powerful insight for marketers to consider when cultural mash up of equal parts Hip Hop, Spanish
powerful effect this market segment has on mainstream America. This has resulted
engaging this consumer segment. language rap, and reggae rhythms, that when
in cultural phenomenons known as “Retroaculturation” and “Intraculturation”.
combined, results in a unique sound all its own. This
cultural blending is helping redefine this generation
of modern day Hispanic Americans.
32 33

18. ACCuLTuRATIon
It’s ImPaCt On InFluenCe & aFFluenCe When looking at acculturation rates in the seven total markets. Los Angeles and New York City
key Hispanic DMA’s highlighted for this report (see alone represent 65% of this highly influential
Acculturation, by definition refers to the adoption of a different, and typically more Table 5: Acculturation), we find that 40% of all consumer segment. In essence, by targeting these
dominant culture. It is a process that affects Hispanics both native and foreign born Hispanic Americans consider themselves bicultural, bicultural consumers can help accelerate the sports
that ultimately plays a major role in determining an individuals level of affluence. meaning they identify with both American and acceptance and growth overall, causing a ripple
In short, a Hispanic’s ability to acculturate into American culture, can often aid that Hispanic cultures equally. This number represents effect throughout the industry.
individual’s ability in several ways including: having greater control over the english a staggering 5.1 million consumers in just seven
language, resulting in greater success in their academic pursuits, which ultimately
results in higher waged employment. In many ways, acculturation can be considered
for almost all Hispanic Americans, as the necessary step towards reaching the
American dream.
Table 5: Acculturation
In the Hispanic market, the role that affluence plays is that of a conduit or gateway
ACCULTURATION
that helps expand ones own boundaries and experiences outside of the standard Acculturation Levels For Top Hispanic “Snow” DMA’s, 2010
norm. This participation as an early adopter is what ultimately propels consumers
(HA1) (HA2) (HA3) (Combined)
into the role as influencer within social networks. As evidenced earlier in the cases
DMA Americanizado Nueva Latina Bicultural Total
of Gaby Hernandez and Brian Deka Paupaw, being a pioneer can position that
individual as a leader or teacher to others. Chicago 293,872 528,278 515,523 1,337,673
Denver 170,327 215,751 236,045 622,123
This often results in bicultural Hispanics serving as group leaders to lesser Los Angeles 1,170,608 2,066,603 2,110,127 5,347,338
New York 548,130 1,184,418 1,269,374 3,001,922
acculturated Hispanics. A bicultural’s ability to seamlessly float between both
Sacramento-Stockton-Modesto 195,760 302,810 308,163 806,733
English and Spanish dominant worlds is an asset for them, providing them with
San Francisco-San Jose 239,655 413,372 467,670 1,120,697
greater exposure to experiences that they ultimately bring back to share with their
Washington, DC (Hagerstown) 91,282 190,627 218,555 500,464
cultural counterparts. Targeting these bicultural influencers who serve in these roles
as guides and gatekeepers for their friends and family, presents the industry with an TOTAL (by Acculturation) 2,752,051 4,952,842 5,173,963 12,878,856
opportunity to accelerate the sports adoption exponentially.
Source: Geoscape American Marketscape Data Stream 2010 Series
HA 1 – Americanizado:
English Dominant (nearly no Spanish), Born in US; 3rd+ generation, Few Hispanic cultural practices
HA 2 – Nueva Latina:
English Preferred (some Spanish), Born in U.S. 2nd generation, Some Hispanic cultural practices; often
“retro-acculturate”
HA 3 – Bicultural:
Bi-Lingual (equal or nearly), Immigrant as child or young adult, Many Hispanic cultural practices
34 35